Logical content ad insertion

ABSTRACT

A method may include and/or involve identifying a received signal as an indication that advertising content should be provided, determining ad content to provide in response to the signal, specifying a playlist file as a file to provide the ad content, the playlist file including identifications of multiple digital content files including the ad content, and streaming the multiple content files as a Single Program Transport Stream.

TECHNICAL FIELD

The present disclosure relates to digital program insertion.

BACKGROUND

Television signals delivered to viewers generally include the televisionprograms themselves and commercial advertisements, which are typicallyinserted into breaks that occur regularly during broadcasts of thetelevision programs. The commercial advertisements are typically createdand stored separately from the programs. Then, at appropriate timesduring a broadcast, the commercial advertisements are spliced into thevideo feed so as to deliver the advertisements to viewers during programbreaks. This provides flexibility for changing the commercialadvertisements to be played during a program. Some commercials areinserted at the broadcast origination point by the TV network and othersare inserted further downstream by the TV service distributor, such asthe cable operator. For example, various different advertisementsdirected to local audiences may be inserted into a program that isbroadcast over a much wider geographical area. As another example,different advertisements may be used during a rebroadcast of a programthan when the program was originally broadcast. Thus, an importantaspect of television delivery is program splicing and, moreparticularly, ad insertion.

SUMMARY

The following summary is intended to highlight and introduce someaspects of the disclosed embodiments, but not to limit the scope of theclaims. Thereafter, a detailed description of illustrated embodiments ispresented, which will permit one skilled in the relevant art to make anduse various embodiments.

A method may include and/or involve identifying a received signal as anindication that advertising content should be provided, determining adcontent to provide in response to the signal, specifying a playlist fileas a file to provide the ad content, the playlist file includingidentifications of multiple digital content files comprising the adcontent, and streaming the multiple content files as a Single ProgramTransport Stream. Streaming the multiple content files as a SingleProgram Transport Stream may include and/or involve signaling a streamsplicer with an identification of the playlist file, receiving from thesplicer a request to stream the playlist file, and in response providingto the splicer the Single Program Transport Stream including the adcontent from the multiple digital content files.

The method may include and/or involve detecting an ad insertion locationin a digital program stream, specifying at least one playlist as a fileor files including ad content to splice into the digital program streamat the ad insertion location, and in response to an indication to streamthe playlist file or files, streaming a Single Program Transport Streamincluding content from multiple files referenced by the playlist file orfiles, the multiple files including the ad content to splice into thedigital program stream.

Other system/method/apparatus aspects are described in the text (e.g.,detailed description and claims) and drawings forming the presentapplication.

BRIEF DESCRIPTION OF THE DRAWINGS

In the drawings, the same reference numbers and acronyms identifyelements or acts with the same or similar functionality for ease ofunderstanding and convenience. To easily identify the discussion of anyparticular element or act, the most significant digit or digits in areference number refer to the figure number in which that element isfirst introduced.

FIG. 1 is a block diagram of an embodiment of a digital programinsertion (DPI) system.

FIG. 2 is a block diagram of an embodiment of a various implementationsof elements of a DPI system.

FIG. 3 is a block diagram of signaling and data flow in prior art DPIsystems.

FIG. 4 is a block diagram of an embodiment of a signaling and data flowin an embodiment of a DPI system.

FIG. 5 is an illustration of ad stream formats in prior art DPI systems.

FIG. 6 is an illustration of an embodiment of ad stream formats in anembodiment of a DPI system.

FIG. 7 is an action flow diagram of an embodiment of ad insertion in aDPI system.

FIG. 8 is a block diagram of an embodiment of a MPEG-2 single-programtransport stream (SPTS) and multi-program transport stream (MPTS).

DETAILED DESCRIPTION

References to “one embodiment” or “an embodiment” do not necessarilyrefer to the same embodiment, although they may.

Unless the context clearly requires otherwise, throughout thedescription and the claims, the words “comprise,” “comprising,” and thelike are to be construed in an inclusive sense as opposed to anexclusive or exhaustive sense; that is to say, in the sense of“including, but not limited to.” Words using the singular or pluralnumber also include the plural or singular number respectively.Additionally, the words “herein,” “above,” “below” and words of similarimport, when used in this application, refer to this application as awhole and not to any particular portions of this application. When theclaims use the word “or” in reference to a list of two or more items,that word covers all of the following interpretations of the word: anyof the items in the list, all of the items in the list and anycombination of the items in the list.

“Logic” refers to signals and/or information that may be applied toinfluence the operation of a device. Software, hardware, and firmwareare examples of logic. Hardware logic may be embodied in circuits. Ingeneral, logic may comprise combinations of software, hardware, and/orfirmware.

Digital Program Insertion (DPI) System

FIG. 1 is a block diagram of an embodiment of a digital programinsertion (DPI) system. Program content 117 which has been encoded froma programming provider feed, such as a feed for a channel of televisionprogramming, communicated, in this implementation, through a switch 102to at least one splicer 106. A DPI system would typically have severalsuch programming provider feeds, and may also have program content (suchas video on demand program content) streaming from one or more videoservers.

The splicer 106 recognizes that a program insertion point will soonoccur in the programming stream, for example by identifying a SCTE-35cue packet in an MPEG-2 stream, a DTMF tone sequence in a digital oranalog audio channel, a GPI contact closure from the equipment such as asatellite receiver, or via some other ad insertion point indication. Thesplicer 106 contacts the ad selector 105 with a request indicating thatan ad break is approaching for this program content 117, using an “adneeded” message such as a SCTE-30. In some implementations, the splicer106 may send an “ad needed” message to the stream server 104 instead.The stream server 104 may then inform the ad selector 105 that an ad orads should be selected for insertion into the program content 117. Insome implementations, functions of the stream server 104 and the adselector 105 may be incorporated into one physical device, such as astream server with ad selection capability.

When the ad selector 105 receives an “ad needed” message, it maydetermine a channel, program, and/or other information associated withthe message. The ad selector 105 may apply this information, and mayalso apply one or more ad schedules 118 and/or other information as partof the process of selecting an ad or ads. The ad selector 105 mayidentify one or several ads to be inserted into the content stream atthe detected advertising break. For example, a two minute commercialbreak may typically be filled with four thirty-second ads. The adselector 105 may interact with the splicer 106 and/or the stream server104 (a.k.a. video server and/or ad server) to cause the selectedadvertisements to be inserted into the program stream at the ad break.

The stream server 104 may stream content files representing the selectedad or ads to the splicer 106, which may then spice (insert) the adcontent into the program content. In some embodiments, the splicer 106may also perform other functions, such as data modulation and streammultiplexing.

In the illustrated embodiment, the switch 102 provides communicationsconnectivity between various system elements, including the streamserver 104, the encoded program content stream 117, the ad selector 105,and the splicer 106. In some implementations, the switch 102 mightinclude several networking elements, including Gigabit Ethernet, fibernetworking connectivity, wireless networking switches, routers, buses,and/or other networking elements. Depending upon the implementation,some or all components may interact in ways that do not involve a switch102.

The splicer 106 communicates one or more content streams with embeddedadvertising to analog and/or digital distribution network(s).

In some implementations, a communications network will provideconnectivity to the distribution network(s). The distribution network(s)may use some of the same devices providing the connectivity to thesplicer 106 such as the switch 102 previously discussed, or it may bedistinct from those devices 102.

For analog distribution, a digital to analog converter 108 such as anMPEG-2 decoder may be employed. The resulting analog content stream maythen be applied to one or more analog modulators 109 (e.g. to modulateand RF upconvert) prior to distribution to devices such as one or moretelevisions 112.

For digital distribution, a digital modulator such as a quadratureamplitude modulator (QAM) 107 may modulate and RF up-convert one or moredigital content streams for distribution. Subscriber equipment such asset top boxes 110, 111 may receive the content stream. Some types ofsubscriber equipment may be particularly suited to receiving digitaldistribution, analog distribution, or both.

Various Implementations of Elements of a DPI System

FIG. 2 is a block diagram of an embodiment of various implementations ofelements of a DPI system. A video stream (such as for one or moretelevision channels) is encoded into a digital content stream such asMPEG-2 by an encoder 207. The encoder may be located, for example, withthe program creator, broadcast originator, or with the local contentdistributor (e.g. cable operator). The content stream is provided to astream splicer/multiplexer 202 203 204. The splicer/multiplexer 202 203204 recognizes a DPI insertion point (e.g. ad break indication) in thecontent stream or streams and communicates a need for one or moreadvertisements to an ad selector 209 or to a stream server 211. When thestream server 211 receives an “ad needed” message, it may communicatesan indication to the ad selector 209. The ad selector 209 selects one ormore ads. The stream server 211 streams the one or more ads to thesplicer/multiplexer 202 203 204, which inserts them into the channel'scontent stream at the appropriate point.

The top implementation (I) of FIG. 2 illustrates communicationsconnectivity for the DPI components using a switch 213, such as aGigabit Ethernet switch. The switch 213 could involve various networkingimplementations as discussed in conjunction with FIG. 1.

The middle implementation (II) of FIG. 2 employs non-switchedconnectivity between the DPI components. In this implementation, thesplicer 203 may communicate an “ad needed” message to the stream server211, which interacts with the ad selector 209. Non-switched connectivityis provided between the encoder 207 and the splicer/multiplexer 203, andbetween the stream server 211 and the splicer/multiplexer 203.

The bottom implementation (III) of FIG. 2 employs separate communicationpaths or multiple networks via switches 214, 213, and 215. The separatecommunication paths or multiple networks support the high bandwidthrequirements of streamed programming content from the programmingencoders, distinctly from the high bandwidth requirements for streamingad content from one or more stream servers. Separation of streamingcontent from headend information flows between the ad selector and thestream server also helps ensure that transitory bottlenecks do notresult in delayed information flows. The splicer/multiplexer 204 mayinterface with both switch 213 and switch 215 to receive content and adstreams.

Signaling and Data Flow in Prior Art DPI Systems

FIG. 3 is a block diagram of an embodiment of a signaling and data flowin one prior art embodiment of a DPI system. Encoded program content 117is sent from an encoder to a splicer 106 using a switch 102. The programcontent 308 includes an “ad insertion point approaching” indication, inthis case, an SCTE-35 (Society of Cable Television Engineers) cue packet309 in an MPEG-2 stream. The splicer 106 responds by sending to eitherthe ad selector 105 or the video server 104 an “ad needed” message, inthis case an SCTE-30 message 304 indicating a point (e.g. a time, streamlocation, etc.) at which the ad break occurs in the stream and a lengthof the ad break. The switch delivers the SCTE-30 304 to either the adselector 105 or the video server 104, depending on the implementation.In situations where the video server 104 receives the message, it mayinform the ad selector 105 that an ad or ads are needed.

The ad selector 105 (or video server 104, depending on implementation)may reply to the splicer 106 via SCTE-30 message to indicate that the adbreak indication message was received, and that the ad selector 105 isready. The ad selector 105 (or video server 104) may notify the splicer106 via an SCTE-30 message that it is about to stream the first ad; towhich the splicer 106 may respond via an SCTE-30 indicating the splicer106 received the message and is ready.

The ad selector 105 may, in some situations, examine one or more adschedules 118 and/or other information sources, and based uponinformation therefrom select ads to provide in response to the request.In the illustrated example, three ads, AD A, AD B, and AD C, areselected for insertion into the programming stream at the detectedinsertion point. The ad selector 105 informs the video server 104 and/orthe splicer 106 that three ads, A, B, and C, are to be inserted at theinsertion point.

The video server 104 reads AD A content 319 from the ad content database 119 and streams it to the splicer 106 as a single program transportstream (SPTS) 307. The video server 104 reads AD B content 320 andstreams it to the splicer 106 as a SPTS 306. The video server 104 readsAD C content 321 and streams it to the splicer 106 as a SPTS 305.

The splicer 106 may provide two splice-progress indications to the adselector 105 via SCTE-30 for each ad content stream, one at thebeginning of the splicing process and one at the end. Thus, a total ofsix such progress indication messages may be generated for this exampleusing three ad content streams.

Each ad is sent as a distinct SPTS, therefore there is substantialtransactional overhead between the video server 104 and the splicer 106to set up, maintain, and conclude each ad stream and splice. Thisoverhead can be significant especially in high-traffic environmentswhere timing and resource constraints can be critical.

The splicer 106 splices the individual ad streams into the contentstream 308, producing a content stream 308 with embedded ad content 305306 307.

Signaling and Data Flow in an Embodiment of a DPI System

FIG. 4 is a block diagram of an embodiment of a signaling and data flowin an embodiment of a DPI system. Encoded program content 117 isprovided to a splicer 106 via a switch 102. The program content 308includes an “ad insertion point coming” message, in this case, anSCTE-35 cue packet 309. The splicer 106 responds by sending to the adselector 105 and/or the video server 104 an “ad needed” message, whichmay be an SCTE-30 message 304. The switch delivers the SCTE-30 304 tothe ad selector 105 and/or the video server 104. In situations where thevideo server 104 receives the message, it may inform the ad selector 105that an ad or ads are needed.

The ad selector 105 may examine one or more ad schedules 118 and/orother information sources, and select ads based upon informationtherein. In the illustrated example, three ads, AD A, AD B, and AD C,are identified for insertion in the programming stream 117 at thedetected insertion point. The ad selector 105 provides an indication 411that causes a playlist D 404 to be generated for the three ads A, B, andC. The playlist D 404 includes indications (e.g. path names, UniformResource Locators, etc.) of the digital files comprising the content ofthe three ads. The ad selector 105 provides a signal 311 to the videoserver 104 and/or splicer 106 that playlist D 404 is to be streamed tosatisfy the “ad needed” SCTE-30 304. From the perspective of thesplicer, playlist D 404 is one content stream (e.g. a SPTS), comprisingthe content of ad A 319, content of ad B 320, and content of ad C 321.

The video server 104 may create one SPTS 402 for the content of thethree ads. The video server 104 may stream, as a single SPTS 402, AD Acontent 319, AD B content 320, and AD C content 321 in response to anindication to stream the playlist D 404 to the splicer 106. Using asingle SPTS 402 for the content of the three ads may reduce signalingoverhead and result in more efficient system operation.

Thus, efficient DPI may be accomplished by detecting an ad insertionlocation in a digital program stream, and specifying at least oneplaylist as a file or files to splice into the digital program stream atthe ad insertion location. In response to an indication to stream theplaylist file or files, a Single Program Transport Stream may bestreamed that includes content from multiple files referenced by theplaylist file or files. These files may include the ad content to spliceinto the digital program stream at the ad insertion location.

Streaming a Single Program Transport Stream comprising content frommultiple files referenced by the at least one playlist (henceforth,‘single-streaming’) may include and/or involve streaming content from afirst ad content file, then adjusting stream parameters of the SPTS suchthat a second ad content file is recognized as belonging to the SPTS.The content of the second file may then be streamed as part of the SPTS.

The SPTS may be spliced into a digital program stream at the adinsertion location, providing local advertising in a regionally,nationally, or internationally available program.

Ad break detection may include and/or involve detecting an SCTE-35 cuepacket in the MPEG-2 stream, a DTMF tone sequence in a digital or analogaudio channel, a GPI contact closure from the equipment such as asatellite receiver or some other ad insertion point signaling method.

Headend Operation

A DPI headend may include ad selection and stream serving logic, and mayoperate to identify a received signal as an indication that advertisingcontent should be provided, and to determine ad content to provide inresponse to the signal. The headend may specify a playlist file as afile to provide the ad content, where the playlist file actually doesnot include any content, but instead includes identifications ofmultiple digital content files that do include the ad content. Themultiple ad content files may be provided in response to the receivedsignal as a SPTS.

Some implementations may involve creating nested playlists, e.g. a firstplaylist including at least one identification of a second playlist,where either or both of the first and second playlists include one ormore identifications of ad content files.

Streaming the multiple content files as a SPTS (a.k.a.‘single-streaming’) may include and/or involve signaling a streamsplicer (also referred to as a stream multiplexer) with anidentification of the playlist file, and receiving from the splicer arequest to stream the playlist file, and in response providing to thesplicer the SPTS including the ad content from the multiple digitalcontent files.

There may be various manners of implementing single-streaming, includingbut not limited to identifying the playlist file as a source of thecontent of the SPTS, and streaming to a stream splicer the SPTS whiledrawing the ad content from the multiple digital content files. Thiscould include and/or involve identifying the signal from the splicer asan MPEG SCTE-30 indication of an upcoming ad insertion location in aprogram stream, and/or creating the playlist file in response to thereceived signal.

One example of single-streaming involves modifications to a ProgramAssociation Table of a SPTS or Multiple Program Transport Stream (MPTS)being handled by a splicer. For example, a first ad content file may bestreamed to the splicer; a second ad content file may be accessed andthe Program Association Table adjusted so that content of the secondfile is recognized as belonging to the same program as the content ofthe first file. The second ad content file may then be streamed to thestream splicer.

Ad Selection

The ad content to provide in response to an ad break detection may bedetermined at least in part according to one or more of (a) ademographic and-or region exposed to a program stream associated withthe signal, or (b) a time of day, day of week, season, holiday, exposurerequirements, or other ad scheduling factors. Some implementations couldinclude and/or involve one or more of (a) referencing one or more adschedules for a program stream associated with the signal, or (b)referencing one or more ad schedules for a region and-or demographicexposed to the program stream associated with the signal.

Ad Stream Formats in a Prior Art DPI System

FIG. 5 is an illustration of an embodiment of ad stream formats in aprior art DPI system. The discussion which follows assumes the packetstreams A, B, and C, are each a SPTS. However, the discussion would beequally valid if each packet stream A, B, and C were an MPTS. In the topillustration, packets of a SPTS for an AD “A” are shown. The numbersshown are the Program Identification (PID) numbers. The packet PIDsprovide a way of identifying the type of packets in a programmingstream. For MPTS, they also enable all packets for one programmingstream to be identified.

The first two packets shown have a PID of 0 which indicates they containa Program Association Table (PAT). One of the two PATs may be a “flush”PAT, which alerts the reader of the SPTS that a PAT containing new orchanged information is coming. The second PAT contains a pointer (byidentifying the PID), to the Program Map Table (PMT). In this case itidentifies the PMT PID as 40.

In the MPTS, the PAT would still be sent, identifying the PMT for thisprogram stream as having PID 40. However, that PAT would also containinformation identifying the PMT PIDs for the other programs in the MPTS.

The next two packets shown have a PID of 0. These are PMT packets, asthe preceding PAT indicated the PMT would be delivered with PID 40. Thefirst PMT may be a “flush” PMT, which alerts the reader of the SPTS thatnew or changed PMT information is to follow in a second PMT. Inside thePMT, video packets for the program are identified as PID 52 and audiopackets as PID 51. Video and audio packets are content packets, inPacketized Elementary Stream (PES) format.

In addition to the packets shown for ad content A, B, and C, the contentstreams will typically include many other PES packets.

The inclusion of flush PATs and PMTs in the content streams is optional.

The SPTS content stream for ad B comprises PID 0 PAT, PID 60 PMT, andPID 72 and 71 PES packets.

The SPTS content stream for ad C contains PID 0 PAT, PID 80 PMT, and PID91 and 92 PES packets.

Ad Stream Formats in an Embodiment of a DPI System

FIG. 6 is an illustration of an embodiment of ad stream formats in anembodiment of a DPI system. All packets shown in FIG. 6 are part of oneSPTS stream. From the standpoint of the receiver, such as a splicer, allpackets are for a single content stream for an ad D. The topillustration shows packets used when program content for ad A isstreamed. The packets include a PID 0 PAT, PID 40 PMT, and PID 51 and 52PES. Many other packets would typically be present as well.

The point where streaming of content for ad A concludes, and streamingof content for ad B commences, is treated as a transition, and at leastone PID 0 PAT packets are sent. The illustration for the ad B portion ofthe stream is shown in the middle illustration. The PAT identifies PID60 as comprising the PMT, which indicates the PES packets will now bePID 71 and PID 72. A receiver of the SPTS reads these packets andidentifies the PES packets for the SPTS as having PID 71 and PID 72.Although the receiver may recognize that a transition has occurred, thishas the effect of a transition within the SPTS for ad D, not a newcontent stream.

Packets of the ad C content are shown in the lower illustration. PATshave PID 0, the PMT has PID 80, and the media PES packets have PIDs 91and 92.

Transitions within the SPTS from the content of ad A to the content ofads B and ad C are accomplished by the adjusting the stream PAT packetswith relatively low overhead, thus increasing DPI system efficiency.

Ad Insertion in a DPI System

FIG. 7 is an action flow diagram of an embodiment of ad insertion in aDPI system. In this diagram, it is assumed that at least one streamserver (not necessarily the same one) is used to send both programmingcontent and advertising content to the splicer. In some implementations,an encoder, separate from a stream server, may be streaming the programcontent (e.g. from a satellite feed, upstream content source via fiber,etc.)

At 702 a stream server (as mentioned, this could be a “live” feedencoder) sends an SCTE-35 as part of a stream, e.g. as an MPEG data PID,indicating an upcoming ad break in the stream.

The SCTE-35 is recognized by a receiving splicer. At 704, the splicersends an SCTE-30, indicating the ad break, to an ad selector or adserver (e.g. stream server with ad selection capability). The adselector may respond to the splicer with an indication that the messagewas received and that the ad selector is ready. At 705, the ad selectorselects one or more ads to insert in response to the ad break. At 706,the ad selector informs the stream server of a playlist. The playlistidentifies one or several ads to provide as a SPTS, e.g. representing asingle ad content stream. Playlists may reference other playlists, orfor example file paths and/or URLs identifying files comprising thecontent of the ads to insert at the ad break.

The ad selector may notify the splicer that the playlist file will bestreamed to fill the ad break. This may be accomplished using SCTE-30messages, or messages similar thereto. In some situations, the videoserver (stream server) may provide such notification to the splicer. Thesplicer may respond to the ad selector/server with an indication that itis ready to receive the playlist file stream, using an SCTE-30 messageor one similar thereto. At 708, the ad selector provides a playlistidentification to the splicer. At 712, the ad content is streaming fromthe stream server to the splicer. The stream to insert at the ad break,possibly including content from multiple ad content files, is receivedby the splicer as a single SPTS. The splicer may sends twosplice-progress indications to the ad selector/server via SCTE-30, oneat the beginning of the splice of the SPTS and one at the end. Asubstantial reduction in signaling overhead is thus accomplished overproviding the ad content as three separate SPTSs. The ad selector/servermay comprise logic to interpret the receipt of the second progressindication as an indication that the multiple ads were successfullyspliced.

If the splicer comprises “playlist aware” logic, it may send twoprogress indications for each set of ad content of the SPTS (e.g. usingPIDs or some other technique to identify the content of each ad withinthe SPTS). The splicer may comprise logic to receive from the adselector/server information about the content of the playlist in orderto make a determination of beginning and/or endpoints of particular adcontent in the playlist. Substantial signaling overhead is obtained inthis implementation as well, due to the reduced overhead of providing asingle SPTS.

MPEG-2 Data Organization

FIG. 8 is a block diagram of an embodiment of the organization of MPEG-2transport formats and program identifiers used by streamsplicer/multiplexer and other transport equipment including encoders anddecoders. Logic to carry out this organization may be included, at leastin part, by a splicer and/or multiplexor, a digital modulator, an analogto digital converter, and/or an analog modulator, among some of thepossible devices. Logic 802 combines control information, such as in aPMT, along with various PES packet streams to create a SPTS for aprogram stream, PROGRAM 4. In this example, PROGRAM 4 may compriseadvertising content to splice into another program stream, such asPROGRAM 1. The PMT 811 for the ad content has a PID 809 with the value75. The PMT 811 defines the video stream PES with PID 76, the audiostream with PID 77, and so on.

Logic 804 multiplexes each program content stream (SPTS 1, 2, 3, and 4)into a multiple program transport stream MPTS. The MPTS will have a PAT808 having a PID 806 with a value of 0. The PAT 808 identifies PMTs ofthe MPTS. The logic 804 may modify this PAT within the MPTS in order toperform splicing of the ad content of the PROGRAM 4 SPTS and programcontent of the PROGRAM 1 SPTS (e.g. changing the PMT PID for PROGRAM 1from 25 to 75 during the duration of an ad break in PROGRAM 1, thenchanging the PMT PID for PROGRAM 1 back to 25 after the ad breakconcludes).

Those having skill in the art will appreciate that there are variousvehicles by which processes and/or systems described herein can beeffected (e.g., hardware, software, and/or firmware), and that thepreferred vehicle will vary with the context in which the processes aredeployed. For example, if an implementer determines that speed andaccuracy are paramount, the implementer may opt for a hardware and/orfirmware vehicle; alternatively, if flexibility is paramount, theimplementer may opt for a solely software implementation; or, yet againalternatively, the implementer may opt for some combination of hardware,software, and/or firmware. Hence, there are several possible vehicles bywhich the processes described herein may be effected, none of which isinherently superior to the other in that any vehicle to be utilized is achoice dependent upon the context in which the vehicle will be deployedand the specific concerns (e.g., speed, flexibility, or predictability)of the implementer, any of which may vary. Those skilled in the art willrecognize that optical aspects of implementations will requireoptically-oriented hardware, software, and or firmware.

The foregoing detailed description has set forth various embodiments ofthe devices and/or processes via the use of block diagrams, flowcharts,and/or examples. Insofar as such block diagrams, flowcharts, and/orexamples contain one or more functions and/or operations, it will beunderstood as notorious by those within the art that each functionand/or operation within such block diagrams, flowcharts, or examples canbe implemented, individually and/or collectively, by a wide range ofhardware, software, firmware, or virtually any combination thereof.Several portions of the subject matter subject matter described hereinmay be implemented via Application Specific Integrated Circuits (ASICs),Field Programmable Gate Arrays (FPGAs), digital signal processors(DSPs), or other integrated formats. However, those skilled in the artwill recognize that some aspects of the embodiments disclosed herein, inwhole or in part, can be equivalently implemented in standard integratedcircuits, as one or more computer programs running on one or morecomputers (e.g., as one or more programs running on one or more computersystems), as one or more programs running on one or more processors(e.g., as one or more programs running on one or more microprocessors),as firmware, or as virtually any combination thereof, and that designingthe circuitry and/or writing the code for the software and/or firmwarewould be well within the skill of one of skill in the art in light ofthis disclosure. In addition, those skilled in the art will appreciatethat the mechanisms of the subject matter described herein are capableof being distributed as a program product in a variety of forms, andthat an illustrative embodiment of the subject matter described hereinapplies equally regardless of the particular type of signal bearingmedia used to actually carry out the distribution. Examples of a signalbearing media include, but are not limited to, the following: recordabletype media such as floppy disks, hard disk drives, CD ROMs, digitaltape, and computer memory; and transmission type media such as digitaland analog communication links using TDM or IP based communication links(e.g., packet links).

In a general sense, those skilled in the art will recognize that thevarious aspects described herein which can be implemented, individuallyand/or collectively, by a wide range of hardware, software, firmware, orany combination thereof can be viewed as being composed of various typesof “electrical circuitry.” Consequently, as used herein “electricalcircuitry” includes, but is not limited to, electrical circuitry havingat least one discrete electrical circuit, electrical circuitry having atleast one integrated circuit, electrical circuitry having at least oneapplication specific integrated circuit, electrical circuitry forming ageneral purpose computing device configured by a computer program (e.g.,a general purpose computer configured by a computer program which atleast partially carries out processes and/or devices described herein,or a microprocessor configured by a computer program which at leastpartially carries out processes and/or devices described herein),electrical circuitry forming a memory device (e.g., forms of randomaccess memory), and/or electrical circuitry forming a communicationsdevice (e.g., a modem, communications switch, or optical-electricalequipment).

Those skilled in the art will recognize that it is common within the artto describe devices and/or processes in the fashion set forth herein,and thereafter use standard engineering practices to integrate suchdescribed devices and/or processes into larger systems. That is, atleast a portion of the devices and/or processes described herein can beintegrated into a network processing system via a reasonable amount ofexperimentation.

The foregoing described aspects depict different components containedwithin, or connected with, different other components. It is to beunderstood that such depicted architectures are merely exemplary, andthat in fact many other architectures can be implemented which achievethe same functionality. In a conceptual sense, any arrangement ofcomponents to achieve the same functionality is effectively “associated”such that the desired functionality is achieved. Hence, any twocomponents herein combined to achieve a particular functionality can beseen as “associated with” each other such that the desired functionalityis achieved, irrespective of architectures or intermedial components.Likewise, any two components so associated can also be viewed as being“operably connected”, or “operably coupled”, to each other to achievethe desired functionality.

What is claimed is:
 1. A method comprising: identifying a receivedsignal as an indication that advertising content should be provided forinsertion by a stream splicer into an output stream; determining adcontent to provide in response to the signal; without modifying theoutput stream, specifying to the splicer a playlist file as a file toprovide the ad content, the playlist file comprising identifications ofmultiple digital content files each comprising a separate advertisement;and streaming the multiple content files individually to a streamsplicer as a Single Program Transport Stream and identifying the contentfrom the multiple content files to the stream splicer as a singlecontent segment.
 2. The method of claim 1, wherein streaming themultiple content files as a Single Program Transport Stream furthercomprises: signaling the stream splicer with an identification of theplaylist file; receiving from the splicer a request to stream theplaylist file; and in response providing to the splicer the SingleProgram Transport Stream comprising the ad content from the multipledigital content files as a single splice segment.
 3. The method of claim1, wherein streaming the multiple content files as a Single ProgramTransport Stream further comprises: identifying the playlist file as asource of the content of the Single Program Transport Stream; andstreaming to a stream splicer the Single Program Transport Stream whiledrawing the ad content from the multiple digital content files.
 4. Themethod of claim 1, wherein identifying the received signal as anindication that advertising content should be provided furthercomprises: identifying the signal as an MPEG SCTE-30 indication of anupcoming ad insertion location in a program stream.
 5. The method ofclaim 1, wherein specifying a playlist file as a file to provide the adcontent, the playlist file comprising identifications of multipledigital content files comprising the ad content further comprises:creating the playlist file in response to the received signal; andidentifying the ad content at least in part according to one or more of(a) a demographic and-or region exposed to a program stream associatedwith the signal, or (b) a time of day, day of week, season, holiday, orad exposure requirements.
 6. The method of claim 1, wherein determiningad content to provide in response to the signal further comprises: oneor more of (a) referencing one or more ad schedules for a program streamassociated with the signal, or (b) referencing one or more ad schedulesfor a region and-or demographic exposed to the program stream associatedwith the signal.
 7. The method of claim 1, wherein streaming themultiple content files as one Single Program Transport Stream furthercomprises: accessing a first content file for a first ad and streamingcontent of the first content file to a stream splicer; accessing asecond content file for a second ad; adjusting a Program AssociationTable so that content of the second file is recognized as belonging tothe same Single Program Transport Stream as the content of the firstfile; and streaming content of the second content file to the streamsplicer.
 8. The method of claim 1, further comprising: creating a firstplaylist comprising at least one identification of a second playlist,the second playlist comprising one or more identifications of contentfiles comprising the ad content.
 9. A method comprising: detecting an adinsertion location in a digital program stream; without modifying thedigital program stream, specifying to a stream splicer at least oneplaylist as a file or files comprising ad content to splice into thedigital program stream at the ad insertion location; in response to anindication to stream the playlist file or files, individually streamingto a stream splicer a Single Program Transport Stream comprising contentfrom multiple files referenced by the playlist file or files, themultiple files comprising the multiple ad content to splice into thedigital program stream as a single content segment.
 10. The method ofclaim 9, further comprising: splicing the Single Program TransportStream into the digital program stream at the ad insertion location. 11.The method of claim 9, wherein streaming a Single Program TransportStream comprising content from multiple files referenced by the at leastone playlist further comprises: streaming content from a first file ofthe files comprising the ad content as the Single Program TransportStream; adjusting stream parameters of the Single Program TransportStream comprising the content from the first file such that a secondfile of the files comprising the ad content is recognized as belongingto the Single Program Transport Stream; and streaming content of thesecond file as part of the Single Program Transport Stream.
 12. Themethod of claim 9, wherein detecting an ad insertion location in adigital program stream further comprises: detecting an SCTE 35 queuepacket in the digital program stream.
 13. The method of claim 9, whereindetecting an ad insertion location in a digital program stream furthercomprises: detecting a digitized DTMF tone in the digital programstream.
 14. A system comprising: an ad selector to identify a receivedsignal as an indication that advertising content should be provided fora program stream, and to determine ad content to provide in response tothe signal; logic to generate a playlist file comprising identificationsof multiple digital content files comprising the ad content and toidentify the playlist file to a stream splicer without modifying theprogram stream; and a stream server adapted to stream the differentmultiple advertising content files to an ad splicer as a Single ProgramTransport Stream and to identify the content from the multipleadvertising content files to the splicer as a single content segment.15. The system of claim 14, wherein the stream server signals the streamsplicer with an identification of the playlist file without modifyingthe program stream, receives from the splicer a request to stream theplaylist file, and in response provides to the splicer the SingleProgram Transport Stream comprising the ad content from the multipledigital content files.
 16. The system of claim 14, wherein the adselector creates the playlist file in response to the received signal,and selects the ad content at least in part according to one or more of(a) a demographic and-or region exposed to a program stream associatedwith the signal, or (b) a time of day, day of week, season, holiday, orad exposure requirements.
 17. The system of claim 14, wherein the adselector selects the ad content to provide in response to the signal atleast in part by referencing one or more of (a ad schedules for aprogram stream associated with the signal, or (b) ad schedules for aregion and-or demographic exposed to the program stream associated withthe signal.
 18. The system of claim 14, wherein the stream serveraccesses a first content file for a first ad and streams the content ofthe first content file to a stream splicer, accesses a second contentfile for a second ad, and adjusts a Program Association Table so thatcontent of the second file is recognized as belonging to the same SingleProgram Transport Stream as the content of the first file, and streamscontent of the second content file to the stream splicer.